Available to hire
I’m a visual merchandising professional with a proven track record of driving sales, leading teams, and delivering impactful in-store experiences. Over a decade working with M&S across multiple UK locations, I have redesigned layouts, spearheaded seasonal campaigns, and coached store teams to uphold high visual standards while delivering strong commercial results.
I’m eager to contribute to strategic planning, guideline development, and the delivery of large-scale visual merchandising projects across multi-site operations, combining creativity with operational excellence and effective stakeholder collaboration.
Work Experience
Visual Merchandising and Styling at DSM
October 1, 2023 - PresentTransformed the store’s visual identity by reimagining layouts, refining the overall customer experience, and aligning styling decisions with brand direction to elevate customer perception and engagement. Led visual merchandising execution to strategically showcase products, increasing visibility and supporting annual sales targets. Developed and implemented innovative in-store promotional concepts that strengthened product focus and improved conversion across priority categories. Trained and guided sales teams on visual merchandising standards and best practices to enhance the customer journey and positively influence sales performance. Partnered with business unit directors through regular floor walks, sharing observations on product placement, stock performance, and customer behaviour to support informed decision making. Delivered seasonal visual campaigns and product displays, ensuring strong storytelling, efficient stock flow, and maximum promotional impact.
Visual Merchandising and Styling at DSM
October 1, 2020 - October 1, 2023Executed visual merchandising launches to enhance store presentation, contributing to measurable sales growth. Developed cross departmental communication and collaboration strategies, improving team alignment and operational efficiency. Delivered structured training for all external staff, immersing them in M&S visual merchandising principles, brand guidelines, and in-store execution to ensure consistency and excellence. Guided and coached visual merchandising and home/clothing teams, embedding clear understanding of merchandising principles and customer engagement techniques. Maintained high visual standards in collaboration with central teams and stakeholders, enhancing in-store customer experience and journey. Analysed visual performance to inform strategic adjustments, ensuring displays met both aesthetic and commercial objectives. Built strong stakeholder relationships, aligning visual merchandising strategies with financial targets and goals.
Visual Merchandising and Styling at DSM
January 1, 2019 - October 1, 2020Directed visual presentation for flagship store, maximising product exposure and supporting over £150 million in annual sales. Led a team of 24 stylists, monitoring performance and ensuring compliance with company standards. Designed creative promotional strategies, improving visibility and sales conversion on key product lines. Educated sales floor teams on visual merchandising principles to enhance customer journey and drive sales growth. Conducted regular store walkthroughs with business unit directors, providing insights on stock positioning and customer feedback to inform strategy. Coordinated seasonal campaigns and displays to promote products effectively, optimising stock movement and promotional impact.
Visual Merchandising and Styling at DSM
January 1, 2017 - January 1, 2019 Redesigned merchandising layout for 90,000 sq. ft. of sales floor, resulting in a 30% increase in women’s fashion sales year-on-year. Managed display inventory, replenishment, and restructuring to optimise presentation and stock availability. Created interior and promotional displays in line with guidelines, enhancing product visibility and customer engagement. Promoted seasonal trends and product lines to accelerate stock movement and improve turnover. Maintained aesthetic consistency across displays, ensuring alignment with brand identity and commercial goals. Monitored store performance and customer response to merchandising, adapting strategies to drive continued growth.
Visual Merchandising and Styling at DSM
January 1, 2014 - January 1, 2017Managed visual merchandising for Milton Keynes store, aligning layouts with brand guidelines to maximise presentation and stock flow. Led a team to maintain high visual standards, conducted store walkthroughs with directors, and implemented seasonal campaigns to boost product visibility and sales. Improved stock replenishment processes and display quality to support a seamless customer journey and improved turnover.
Clothing And Home Commercial Manager at Darby Into Centre – M&S
October 1, 2013 - January 1, 2014Led clothing and home departments' commercial operations, implementing merchandising strategies and promotional activity to drive sales and maintain visual standards.
Field Visual Manager at M&S (Ireland)
January 1, 2013 - October 1, 2013Managed field visual merchandising across Ireland, ensuring consistency with brand guidelines and driving sales performance in multiple stores.
Field Visual Manager at M&S – Home Counties North
January 1, 2012 - December 1, 2012Supervised field visual merchandising across Home Counties North region; delivered guidelines and coaching to store teams to improve in-store experience and stock presentation.
Visual Section Manager at M&S – Tamworth
January 1, 2011 - January 1, 2012Led visual merchandising across the Tamworth store, overseeing window and in-store displays and staff training.
CA / Stylist at M&S
October 1, 2008 - January 1, 2011Provided styling support and visual merchandising across departments; supported store presentation, seasonal campaigns, and staff training.
Design / Junior Graphic Designer at Ratcliffe Fowler
June 1, 2008 - October 1, 2008Junior graphic designer; supported display design and store communications; collaborated on marketing collateral.
Education
HND Graphic Design at New College Nottingham
January 11, 2030 - March 5, 2026NVQ2 Graphic Design/Photography at Leicester College
January 11, 2030 - March 5, 2026GNVQ Graphic Design/Photography at Leicester College
January 11, 2030 - March 5, 2026Foundation Art & Design at Leicester College
January 11, 2030 - March 5, 2026GCSEs at St Pauls RC Comprehensive School
January 11, 2030 - March 5, 2026Qualifications
Industry Experience
Retail
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